The French advertising firm Havas, partnered with AOL on a programmatic purchases advertising program, giving both companies the opportunity to strengthen their presence in what many see as the most important advertising sector right now.The service of programmatic purchases of ads, an automated system for buying and selling advertising space, is increasingly popular. This is an efficient way in terms of cost-benefits for marketers to reach their target, based on consumer data from their records on the web.Through this partnership, the global branch of programmatic trading of Havas, Affiperf, will use the AOL platform across more than 100 countries, ONE, to provide marketers programmatic purchase offers of ads, from video to mobile.Tim Armstrong, CEO of AOL, has announced its desire to make the company a serious rival to Google in the matter. The company wants the editors and publishers across the spectrum of online advertising use their tools and software.The companies did not disclose the financial terms of the agreement, which is the first global negotiation of AOL with a major advertising agency.To Havas, it is an opportunity to increase their programmatic offer in an increasingly competitive market. “The market is so fragmented right now, we can only advance through consolidation,” Lawrence Taylor, head of programming Havas, said.
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